Irish consumers have placed Ford among the top ten brands in the country according to the latest annual RepTrak survey which charts public perception of corporations in Ireland.
The RepTrak survey which is prepared by the Reputations Agency ranks the 100 largest and most visible organisations in the country.
Ford was placed ninth in the 2016 edition of the RepTrak survey, an improvement of 14 places versus the 2015 report.
Commenting on the report, Ciaràn McMahon, Chairman and Managing Director of Ford Ireland said: “This is really great news for both ourselves and the thousands of Irish people who have put their faith in Ford to look after their mobility needs.”
“It is vindication of the efforts of the company on a Europe-wide basis to show people – in particular those who may have never bought a Ford in the past – that Ford is a constantly evolving entity that is producing smarter, safer and, yes, even sexier cars than you might have thought possible in the past. Our recently launched ‘Unlearn Ford’ campaign has exactly this objective of getting people to look differently at Ford.”
“Yes of course, we are still the company that produced and continues to produce hugely reliable nameplates like Fiesta, Mondeo and Transit that we all grew up with. But we are also the company with the largest test-fleet of autonomous driving vehicles in the world; we have one of the best Euro NCAP safety records; and we are also the company that has brought the exciting and iconic Ford Mustang to Ireland this year, for the first time available in right-hand drive. Our success in the RepTrak report proves that these messages are obviously getting through to our target audiences”.
Bord BIa was the top ranked company in Ireland and at eighth position, just ahead of Ford, BMW was the only other automotive brand in the top ten. In previous years, other automotive brands such as Nissan, Toyota and VW were placed ahead of Ford, but in the 2016 report, they have all dropped down the rankings.
The report presents an average measure of consumers’ perception of the top brands based on four emotional indicators: trust, esteem, admiration and good feeling. In addition, the report assesses each company on seven reputational measures: leadership, products and services, innovation, governance, workplace, performance and citizenship.
The RepTrak top 10 for 2016
Eason & Son
League of Credit Unions